WASHINGTON — The National Retail Federation (NRF) announced today that Fanatics founder and chief executive officer Michael Rubin will deliver the opening keynote at NRF 2026: Retail’s Big Show, taking place January 11–13 in New York City.
Rubin will join Sarah Eisen, CNBC co-anchor of “Squawk on the Street” and “Money Movers”, for a fireside conversation on January 11. The session will explore Fanatics’ transformation from an online fan gear shop into a global digital sports platform spanning licensed merchandise, collectibles, sports betting, live commerce and fan experiences.
“A remarkable entrepreneur, Michael Rubin has inverted the traditional business model through a global brand that is rewriting the rules for how products are created, sold and experienced,” NRF President and CEO Matthew Shay said. “Fanatics embraces transformative strategies across its manufacturing, partnerships and sales experience and keeps its customers — and extraordinary fanbase — central to its core mission.”
Since founding Fanatics in 2011, Rubin has forged partnerships with major sports leagues, expanded into new categories, and earned recognition from Sports Illustrated, Billboard and Forbes as one of the most influential figures in sports. He has also led the company’s philanthropic efforts, including a longstanding collaboration with the Make-A-Wish Foundation, which grants thousands of sports wishes for children each year.
Rubin’s keynote joins a roster of confirmed speakers that includes Bob Eddy, chairman and CEO of BJ’s Wholesale Club and NRF board chairman; Kecia Steelman, president and CEO of Ulta Beauty; Harley Finkelstein, president of Shopify; Mark Barrocas, CEO of SharkNinja; Marc Metrick, CEO of Saks Global; Jessica Schinazi, CEO of Away; and more.
The annual convention will be held in New York City Jan. 11-13 and is expected to bring together more than 5,000 brands and nearly 40,000 attendees from 100 countries.
Complimentary registration is available to editorial members of the news media. For more information, visit the NRF 2026: Retail’s Big Show press registration information page.
